The three match types
| Match type | How you write it | Example searches for "AC repair" |
|---|---|---|
| Broad | AC repair | HVAC service, fix air conditioner, cooling problems |
| Phrase | "AC repair" | AC repair near me, emergency AC repair service |
| Exact | [AC repair] | AC repair, air conditioner repair |
All three now match by meaning, so even exact match covers close variations like plurals and synonyms. Google retired the old broad match modifier and folded its behavior into phrase match.
When to use each
- More control over which searches show ads
- Fewer wasted clicks
- Works well with manual bidding
- Good for small or new budgets
- More reach and new search ideas
- Needs strong conversion tracking
- Google pairs it with Smart Bidding
- Needs steady negative keywords
Google calls Smart Bidding critical for broad match. The wider set of searches gives bidding more signals to learn from. Without good conversion data, broad match tends to spend on loosely related searches.
A practical approach
Start new accounts with phrase and exact match on your best terms. Add broad match later, in a separate campaign or ad group, once conversion tracking is solid and the account has data. Watch its search terms closely in the first weeks.
Good example. A dental office runs phrase and exact match on "dental implants" terms for two months. Then it tests broad match with target CPA bidding and negatives.
Bad example. A new account launches with broad match, manual bids and no tracking. Half the budget goes to unrelated searches.
Read what negative keywords are. Our Google Ads management chooses match types by data and budget.